Account Based Analytics, Account Based Execution
PR Newswire | August 10, 2023
Demandbase, the Smarter GTM™ company that uses AI to help B2B organizations hit their revenue goals, today announces the results of its 2023 C-Suite Go-to-Market (GTM) Benchmark Survey in partnership with Demand Gen Report. The survey gathered responses from 200 high-level B2B leaders across marketing and sales to better understand how the industry is changing and the GTM approaches that separate successful companies from the rest. Through this research, Demandbase uncovered how teams are handling the current economic landscape, trends in their technology use, the GTM strategies and practices that are driving growth, and more.
"In the year since our last survey, we've seen increased challenges in the B2B industry, but there has been just as much — if not more — progress," says Jon Miller, chief marketing officer at Demandbase. "Many companies are being forced to cut budgets, but our research reveals that tech stacks are the least likely to be cut, demonstrating that teams recognize technology's value in driving efficiency. Additionally, more leaders are viewing GTM through a broader lens than they did in 2022, which is paving the way for greater internal alignment and a more holistic approach to campaigns and tactics. Overall, B2B leaders are recognizing that what worked in the past isn't working today, causing them to place a premium on efficiency and, ultimately, a Smarter GTM™."
Important findings from the report include:
Key Priorities that Promote Growth & Efficiency
Respondents marked customer acquisition and customer expansion as the top two efforts they rely upon most to drive growth.
Leaders indicated their top three priorities are improving alignment (66%), increasing win rates (63%), and increasing marketing investments (56%).
Leaders were also more likely to cater to self-service needs than laggards, with many reporting they've enabled such options to streamline operations. In particular, they're using demo videos (48%), interactive demos (41%), online calculators (40%), and product tours (39%).
An Evolving View of Metrics
The primary metrics that marketers are being measured on today include total revenue (18%), marketing qualified leads (MQL) (16%), marketing-influenced revenue (12%), and marketing-sourced revenue (10%).
SDR and BDR success is primarily being tracked by activity (35%), opportunities (34%), meetings (17%), and points-based (10%).
Internal Alignment Relied on to Increase Efficiency
Encouragingly, 52% of respondents reported that they do not struggle with alignment, with roughly half of sales responders saying they're aligned with marketing and roughly half of marketers saying they're aligned with sales. While this shows improvement over last year, it still means that nearly half have work to do in this area that can help drive efficiency and results.
Of those who continue to struggle with alignment, their top challenges include looking at different data/operating in different systems (45%), being measured on different metrics (37%), poor handoffs (33%), and lack of communication (25%). These are roughly in line with the primary challenges from last year's study, reinforcing the fact that these issues must be addressed if companies are to achieve greater alignment.
The Changing Data Landscape
Data has become necessary for nearly all elements of modern marketing, but the survey revealed that practitioners are still facing difficulties with getting it right.
Specifically, respondents cited the following challenges: data quality (dirty, out of date, duplicates) (55%), missing or incomplete information (50%), disconnected/siloed data sources (40%), actioning data (34%), and an inability to digest data the way they want (34%). While the first four obstacles were also cited in last year's study, the inability to digest data how they'd like to is a new — and far-reaching — problem brought to the surface this year.
Today, third-party data is primarily being used for competitive intelligence (61%), account prioritization (55%), personalizing messaging and outreach (54%), account selection (43%), and timing engagement (28%). This last number reveals that almost 75% of respondents are missing a great opportunity to use intent data to show up at the right time, when buyers are in-market and most likely to buy.
Based on the results of the 2023 C-Suite Go-to-Market (GTM) Benchmark Survey, it's clear that successful B2B organizations today are focused on improving their GTM strategies to address the uncertainties presented by an unstable economy. Leaders shared many priorities and approaches, including incorporating third-party data, adopting a singular platform/data source, viewing GTM through the lens of all revenue-generating activities, investing in technology and efficiency, and prioritizing self-service buying experiences.
About Demandbase
Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By using the power of AI to identify and engage the accounts and buying groups most likely to purchase. We combine your sales and marketing data with our validated B2B data to create what we call Account Intelligence. Better data makes better AI. That's Smarter GTM™.
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Core ABM, Account Based Execution
GlobeNewswire | August 17, 2023
Anteriad, the global B2B marketing solutions provider, today announced that it is being recognized for the second year in a row on Inc. Magazine's annual Inc. 5000 list, the most prestigious ranking of the nation's fastest-growing and successful private companies. The prestigious ranking provides a data-driven look at the most successful companies within the economy’s most dynamic segment—its independent, entrepreneurial businesses. Facebook, Chobani, Under Armour, Microsoft, Patagonia, and many other household name brands gained their first national exposure as honorees on the Inc. 5000.
“It is an honor to earn back-to-back spots on the Inc. 5000 Fastest-Growing Private Company list. We are thrilled to be in the 30% of companies on the list this year, moving up by more than 2400 places in the ranking,” said Rob Sanchez, CEO at Anteriad. “Our company is growing because we build and deliver the best solutions that anticipate the needs of B2B marketers globally, helping get them out in front of their next customers faster. This distinction is a testament to our customer-obsessed approach and our focus on building a fantastic team -- they are the driver of Anteriad’s success.”
The Inc. 5000 class of 2023 represents companies that have driven rapid revenue growth while navigating inflationary pressure, the rising costs of capital, and seemingly intractable hiring challenges. Among this year’s top 500 companies, the average median three-year revenue growth rate ticked up to an astonishing 2,238 percent. In all, this year’s Inc. 5000 companies have added 1,187,266 jobs to the economy over the past three years.
“Running a business has only gotten harder since the end of the pandemic,” says Inc. editor-in-chief, Scott Omelianuk. “To make the Inc. 5000—with the fast growth that requires— is truly an accomplishment. Inc. is thrilled to honor the companies that are building our future.”
For complete results of the Inc. 5000, including company profiles and an interactive database hat can be sorted by industry, location, and other criteria, go to www.inc.com/inc5000. The top 500 companies are featured in the September issue of Inc. magazine, available on newsstands beginning Tuesday, August 23.
About Anteriad
Anteriad puts B2B marketers in front of their next customer and ahead of their competition. Companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo have benefited from our high-fidelity B2B buyer data, full and self-service multichannel execution, tele-based conversion services, analytics, and expert advisory to generate impactful ROI multiples. Our award-winning Anteriad Marketing Cloud platform tracks more than 500 billion buyer-related signals each month. BNZSA, our international division, delivers GDPR-compliant data and qualified prospects directly to sales teams with BDRs that offer local expertise in 26 languages. Start creating your future today – get to know us at https://anteriad.com/.
Methodology
Companies on the 2023 Inc. 5000 are ranked according to percentage revenue growth from 2019 to 2022. To qualify, companies must have been founded and generating revenue by March 31, 2019. They must be U.S.-based, privately held, for-profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2022. (Since then, some on the list may have gone public or been acquired.) The minimum revenue required for 2019 is $100,000; the minimum for 2022 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Growth rates used to determine company rankings were calculated to four decimal places.
About Inc.
Inc. Business Media is the leading multimedia brand for entrepreneurs. Through its journalism, Inc. aims to inform, educate, and elevate the profile of our community: the risk-takers, the innovators, and the ultra-driven go-getters who are creating our future. Inc.’s award-winning work reaches more than 50 million people across a variety of channels, including events, print, digital, video, podcasts, newsletters, and social media. Its proprietary Inc. 5000 list, produced every year since 1982, analyzes company data to rank the fastest-growing privately held businesses in the United States. The recognition that comes with inclusion on this and other prestigious Inc. lists, such as Female Founders and Power Partners, gives the founders of top businesses the opportunity to engage with an exclusive community of their peers, and credibility that helps them drive sales and recruit talent. For more information, visit www.inc.com.
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Core ABM
Business Wire | October 04, 2023
StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, has partnered with Lead Forensics, the world’s No. 1 B2B website visitor identification software, to expand StackAdapt’s latest ABM Targeting and Measurement solution.
This integration empowers B2B marketers and ad agencies seeking to reach highly specific audiences within EMEA and Canada in addition to the company’s existing targeting capabilities for the US.
Key Benefits for B2B Marketers and Advertisers:
Expanded Market Reach: B2B marketers can now extend their reach beyond the US and tap into new markets in EMEA and Canada targeting a broader audience and potential customers.
Relevant Targeting: This expansion ensures that ad campaigns are relevant and resonate with the right audience.
Measurable Impact: With highly accurate measurement capabilities, B2B marketers can assess the performance of their campaigns and make data-driven decisions to optimize results, leading to higher ROI and more effective marketing efforts.
Frictionless Campaign Management: The self-serve solution offers easy-to-use features for campaign creation and reporting, saving time and resources for B2B marketers and streamlining their advertising process.
Low-Risk Testing: The solution allows for quick campaign activation without contractual minimums, giving B2B marketers the confidence to experiment and learn, leading to improved strategies and successful outcomes in the long run.
“We’re delighted to partner with StackAdapt,” said Chris Murray, Vice President of Partnerships at Lead Forensics. “We know how powerful our data is and we look forward to working with StackAdapt to help businesses connect, engage, and succeed like never before.”
Agent3 is a global ABM agency focused on delivering hyper-targeted campaigns for its clients. As a StackAdapt partner, it was one of the first to harness the power of Lead Forensics' IP data.
This collaboration extends our ability to offer increased reliability, visibility and scale in EMEA and Canada, as well as complimenting and expanding the reach provided by many of our customers' existing pure-play ABM platforms across the US, explained Daniel Sands, Chief Innovation Officer and Partner at Agent3.
“With precise audience targeting via StackAdapt, combined with the ability to measure campaign impact with pinpoint accuracy, our agency was able to achieve really great scale and performance metrics. We were particularly impressed from an account attribution perspective and the data we were able to capture about the companies we had reached. This partnership represents a significant milestone in our ability to deliver outstanding results for our clients."
"The ability to provide ABM measurement in EMEA and North America is a unique delivery for our platform compared to competitors, and we are thrilled to provide this offering thanks to our partnership with Lead Forensics,” said Michael Shang, Vice President of Partnerships and Business Solutions at StackAdapt. "This collaboration allows us to provide a comprehensive self-serve solution that caters to the evolving needs of B2B marketers and advertisers seeking to make a measurable impact."
StackAdapt provides easy access to its platform with no monthly minimum commitment, including for ABM targeting. For B2B marketers, StackAdapt utilizes programmatic to deliver an increase in leads and sales to meet growth requirements and build a long-term sustainable funnel.
For more information, visit www.stackadapt.com.
About Lead Forensics
Lead Forensics is the world's #1 B2B website visitor identification software. Trusted by 60,000+ customers, Lead Forensics owns the world’s largest database of business IP addresses, enabling you to identify B2B website visitors, access contact information for key decision-makers, and get detailed website analytics. Lead Forensics has been named as one of the 100 Best Global Software companies and the software has also been named in the world’s Top 25 Best Software Products by G2. For further information, visit www.leadforensics.com
About StackAdapt
StackAdapt is a self-serve programmatic advertising platform used by hundreds of brands and agencies around the world. StackAdapt’s data-driven platform combines state-of-the-art machine learning with a clean and intuitive user interface to provide media buyers with an easy way to plan, execute and drive the best performance across all devices, inventory, and publishing partners. StackAdapt has been recognized as one of the fastest-growing technology companies in North America, is rated the number 1 demand-side platform (DSP) on G2, and is the highest performing and easiest to use platform. For further information, visit www.stackadapt.com.
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